The Canadian Football League (CFL) announced Thursday that Bud Light is its new official beer, which is the first time in more than a decade that the CFL has had an official beer.

At the core of the deal will be the Bud Light Grey Cup Halftime Show, which annually reaches more viewers than any other live musical performance in the country. The 112th championship will be played on Nov. 16.

The news is being amplified through promotion on both the CFL’s and Labatt-owned social and digital channels, the league says. As the season gets underway, Bud Light will have a strong presence in-game and on broadcast, and fans will also see them activating in bars and restaurants nationwide, leveraging CFL IP to connect with fans.

CFL commissioner Stewart Johnston says the partnership revolves around beer, football and music. Later this year, when the CFL unveils the artist who will take the stage at the Bud Light Grey Cup Halftime Show, Bud Light Canada will be front and centre in supporting the promotion of the country’s biggest live music moment, Johnston adds.

“Bud Light Canada’s long-standing connection to football and music isn’t new, but channeling their expertise and experience, and combining that with the CFL’s knowledge and familiarity with its fans, will amplify the biggest moments of the season,” Johnston tells MiC. “Bud Light Canada is the right partner at the right time for the CFL, as the league continues to build momentum, reach new audiences and grow its network of passionate, like-minded partners.”

The deal was facilitated directly between Labatt and the CFL, along with their supporting agencies, based on our shared strategic interests, Johnston says.

“As the season unfolds, fans will see new avenues for deeper engagement and innovative marketing initiatives to take full advantage of the CFL and Bud Light Canada coming together,” he says.